‘Many of life’s failures are people who did not realize how close they were to success when they gave up.’

Thomas Edison¹⁵

Innovation and failure, according to Bezos, are ‘inseparable twins’. It is Amazon’s acceptance of failure as a learning experience that sets them apart from other businesses. ‘[E]very single important thing that we have done has taken a lot of risk taking, perseverance, guts, and some of them have worked out, most of them have not’, says Bezos. Let’s be clear, the ones that have worked out – for example, Prime, Amazon Web Services (AWS) and Amazon Echo – have been colossal successes for the company.